Page 201 - Corporate Communication

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Glossary 189

Infomercials An advertising commercial that provides extensive
information
Integrated marketing A concept favouring the combined planning and use of
communications multiple marketing communications tools (e.g. advertis-
(IMC) ing, direct marketing, sales promotion, publicity)
Integration (integrated The act of coordinating all communications so that the
communications) corporate identity is effectively and consistently commu-
nicated to internal and external groups
Intentional A message that an organization intends to convey
communications
Intermediary Any individual/company in the distribution channel
between the supplier and final consumer
Internal analysis The study of a company’s internal resources in order to
assess opportunities, strengths or weaknesses
Internal communications All methods (internal news letter, intranet) used by a
firm to communicate with its employees
IPO Initial public offering
IPR Institute of Public Relations
Issues (issues An unsettled matter (which is ready for a decision) or a
management) point of conflict between an organization and one or
more publics
Kelly grids See Repertory grids
Laddering A research technique whereby people’s opinions are
represented as means-end chain; used to infer the basic
values and motivations that drive people
Legitimacy Here: conformity of an organization to public standards,
norms and values
Licensing The act of formally accrediting an agency or professional,
often done by a professional association or legal body
Life cycle Stages through which a product or brand develops (see
PLC)
Lifestyle Research classification based on shared values, attitudes
and personality
Likert scale Research scale that uses statements to indicate agree-
ment or disagreement
Line extension Extending existing brands to other products in the same
product category
Line function An organizational function that is directly involved in
the core and operational business process (i.e. the line) of
producing products and bringing them to market (e.g.
marketing)
Logo A graphic, usually consisting of a symbol and/or group
of letters, that identifies a company or brand
Low cost (competitive Competitive strategy where the lower cost of a product
strategy) or service is emphasized